KeKe | Interview with Shokz executives: What makes open-ear headphones the next category revolution to disrupt TWS?

The Emergence of a Category Revolution

The audio industry is undergoing a significant structural shift, with open-ear headphones emerging as a disruptive force against traditional TWS (True Wireless Stereo) devices. Shokz (韶音), known for its bone conduction technology, is at the forefront of this revolution. The article highlights that open-ear headphones now account for over 30% of sales in China's Bluetooth headphone market, signaling a move beyond niche sports use to widespread adoption. This transformation is driven by changing user habits—longer wearing times due to remote work, online learning, and content consumption—which make comfort and environmental awareness critical. Shokz's vision is to replace in-ear headphones not just for athletes but for all users seeking a "full-scenario" audio experience.

Key Viewpoints and Strategic Insights

• From Sports Niche to Mainstream Appeal: Shokz initially targeted professional athletes with its "bone conduction" and "sports" labels, but it now aims to redefine open-ear headphones as essential daily devices. The brand identifies comfort as a core need, as prolonged in-ear use causes discomfort, hygiene issues, and safety risks. By focusing on "all-day comfortable wearing" and "safe open listening," Shokz is bridging the gap between specialized and general use.
• Technological Innovation as a Catalyst: Open-ear headphones historically faced challenges like poor noise isolation, limiting their use in noisy environments. Shokz addresses this with the "Shokz Tianli Noise Filtering Technology," a breakthrough achieved after five years of R&D. This